Whau Mental Health Research Foundation launches new campaign via Run Aotearoa
Independent creative agency Run Aotearoa has partnered with the Whau Mental Health Research Foundation to launch a bold new campaign for the Foundation’s annual appeal, aiming to raise $50,000 by World Mental Health Day on 10 October 2025.
The campaign is underpinned by the strategic insight that Whau is one of the few charities dedicated solely to funding mental health research. By making the questions themselves visible, the creative expresses that unique point of difference.
The campaign features scenes personifying a question mark, appearing in everyday settings – a therapist’s office, a cafe, and a park bench. Each scene sparks curiosity, reminding viewers that every discovery starts with a question, and every donation helps turn those questions into potentially life-saving answers.
“Our goal was to create something that feels both relatable and impactful,” says Raymond Otene McKay, CCO of Run Aotearoa. “What sets Whau apart from many other mental health charities in Aotearoa, is their focus on research, and with this concept we wanted to make that visible.”
The fully integrated campaign is rolling out across social media, digital, and OOH, including billboards and street posters nationwide.
“Almost half of New Zealanders will experience mental illness or distress in their lifetime, and the call for impactful mental health research has never been louder,” says Sophie Morris, Head of Marketing and Fundraising, Whau Mental Health Research Foundation. “Run understood immediately what makes Whau different from other charities – our focus on research. This campaign shows that distinction clearly, and we’re thrilled to have such a strong creative partner to help us tell our story and ultimately make sure more New Zealanders get the answers and support they deserve.”
Whau Foundation, which rebranded last year with Run’s support, after more than 50 years operating as the Oakley Mental Health Research Foundation, exists to fuel the research needed to create lasting change.
Donate today and help fund the answers: www.whaufoundation.org.nz/appeal
Agency: Run Aotearoa
Client: Whau Mental Health Research Foundation
Production: Thievery
Photography: Garth Badger
Props: Henric Matthiesen
Media: Momentum Group